ALWAYS CURIOUS, ALWAYS PROBLEM SOLVING.

A UX/UI RESEARCHER & DESIGNER, WITH A
SOLID FOUNDATION OF RESEARCH EXPERIENCE.

FOCUSED ON INSIGHTS DISCOVERY & PRODUCT APPLICATION,
WHILST BALANCING BUSINESS, PRODUCT & USER NEEDS.

MY RESEARCH EXPERTISE

8+
years of research experience

Past organizations include Nielsen and
boutique  agencies, Blackbox and Acorn.
Dealt directly with clients, management & working teams.

3,000+
respondents spoken to

Methodology experience includes workshops with internal stakeholders & customers, focus groups, interviews, ethnography, eye-tracking, shop-alongs, etc.

50+
clients

Clients across a broad range of industries, such as tech, finance, medical, retail, beauty, etc. ​for fieldwork, data analysis, recommendations & report presentations.

STRATEGIC CLIENT SHOWCASE

LinkedIn
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Google
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MOE
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A GOOD WORD

Madeleine was our Qualitative Subject Matter Expert for the Revenue team, scoping out customized
Qual projects with our clients. She diligently handled the vast amount of different research requests with
an amazing work ethic and a contagious, positive energy. 

Looking forward to seeing the expanded skills set coming out of your study sabbatical.
Always welcome back! 

Johan Vrancken, Managing Director, Nielsen Singapore

MY UX PROFICIENCY

Business & 
Product Strategy

Balancing business, product & user goals, business & competitive analysis, 
and feature prioritization

UX
Research

Exploratory to generative user research, including user personas, customer journey mapping, affinity mapping, etc.

Information 
Architecture 

User flows, site map (organization, labelling, navigation, search), card sorting, tree testing, etc.

Wireframing & 
Prototyping

Lo to hi-fi wireframes and interaction design. Tools: Sketch, Figma, Axure, Balsamiq, Adobe XD, InVision, Marvel

PROJECT SHOWCASE

I'M HERE TO HELP YOU SOLVE & IDENTIFY CHALLENGING PROBLEMS. LET'S WORK TOGETHER!

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